But Kraft’s marketing department went where angels fear to tread. They messed with our sacred Vegemite, STRUTH! They combined the Aussies’ rich gooey staple with cream cheese and sent it out with a no-name label inviting the Australian public to create a name for this very, um, unique spread.

The initial winner? Vegemite iSnack 2.0, which was met by public outrage. Vegemite-lovers from Hobart to Woop Woop voiced their indignation, and went straight to social media as their squawk box. They twittered, and blogged, and created websites dedicated to re-naming the spread. In the land of down-under, like AFL (Australian Football League) and Swan Draught (beer), Vegemite is something you don’t screw with.

Nuff said. Four days later and Kraft caved in. A new vote was cast and a new name settled upon - Cheesybite.

To be fair, Kraft’s research showed that Aussies wanted a more spreadable version of their beloved Vegemite and the product per se has met with great success. Kraft’s failing was not in the product extension, it was its deafness and inability to act appropriately – it had not chosen the winner by popular vote.

The moral to this story? Don’t underestimate the power of social media. It’s become an enabler for voicing our passion and displeasure en masse. iSnack 2.0 (which is a dreadful name, besides) proved that consumers will use social media (and whatever tools they have at their disposal) to spread their messages like bushfires.

By the way, Vegemite sales have not slowed since the introduction of Cheesybite. Aussies know which side of the bread is buttered.

Vanessa Who? ThinkInk What?

Vanessa Horwell is the Chief Visibility Officer and founder of ThinkInk, a creatively-driven PR and visibility agency that shuns press releases in favor of storytelling. She's spent the past 15 years working with companies in the US, UK and Europe, developing clever campaigns and strategies for their brands. She founded ThinkInk in 2004, after being fed up with PR agencies that offered only more of the same. Vanessa and her team of ThinkInkers work with companies in North America and the Caribbean, UK, Europe and Australia to improve their visibility through strategic public relations and new media channels. You can reach her at info@thinkinkpr.com to learn more